Research Methods in Tourism, Hospitality and Events Management

Step 6: What about groups?

Inevitably, at tourist attractions people are highly likely to visit in groups, either as a

family, group of friends or some other combination. It is preferable if the interview is

undertaken by a single respondent. Often, this occurs naturally if the interviewer

truly selects the first person in the group to pass and addresses the questions directly

to this individual. However, occasionally there can be a problem with respondents

conferring with other members of the group or even disagreements being caused by

the questions. Trained interviewers may have to be permitted to exercise a certain

amount of practical judgement in such situations.